This is a sponsored post written by me on behalf of Tom’s of Maine . All opinions are 100% mine.

When Todd and I first went vegan over three years ago, we immediately began to replace our conventional toiletries, housewares, apparel, and accessories with vegan-friendly alternatives. It took some time; we didn't throw out our old products on the spot, but replaced them when they were used up.

For replacing toiletries like face wash, soap, shampoo, deodorant, lotions, etc. this meant finding natural products that did not contain animal products nor were tested on animals. For the most part, we had been buying items such as these long before becoming vegan. However, I still had a few products that didn't fit the bill and on occasion, it was harder than I thought to find cruelty-free, natural, and effective products! Toothpaste happened to be one of the items that I still had yet to find a decent substitution for.

This is why I was so excited to test and review Tom’s of Maine new Luminous White ™ Toothpaste which is exclusively handpicked by Target for their Made To Matter collection. I don't know why it never occurred to me to check Target for the vegan products I had been seeking! The line's mission is to challenge brands to create products that meet at least one of five criteria: reduced sugar, dietary restrictions, clean label, and/or less packaging & closed loop; all of those are things that I myself look for in products, so I am super excited to support this new collection. It actually includes a ton of vegan brands!

Luminous White ™ Toothpaste is Tom's of Maine's most advanced natural whitening toothpaste. As I'm someone who has been scolded by my dentist to, "Try not to brush so hard..." I'm relieved to know that this toothpaste is completely safe for enamel and everyday use. Luminous White ™ Toothpaste is comprised of biodegradable and mineral-derived ingredients, water, and contains no artificial flavors, colors, or preservatives.It's also gluten and paraben free, and it's vegan; containing zero animal products. Tom's of Maine never tests on animals either, which is great.

While I haven't been using Luminous White ™ Toothpaste long enough to comment on its whitening ability, I can say that I really appreciate that it doesn't have a strong minty flavor. There was a little 'whitening' aftertaste to it, but what else would you expect from a whitening toothpaste? Subtle in flavor, this toothpaste is a more of a paste consistency as opposed to a gel consistency (I'm anti-gel toothpaste). I can't wait to see the whitening results as time goes by!

So, if you're like me and searching for an effective, natural, and cruelty-free toothpaste that you can feel good about... look no further. Don't forget Luminous White ™ Toothpaste exclusively at Target. Have you discovered this new toothpaste or any of the items from the Made To Matter collection? With Tom’s of Maine®, there’s something for everyone in your family – Wicked Cool!TM Deodorants, Luminous White ™ Toothpaste, and Men’s Naturally Dry North Woods™ Antiperspirant. Free of artificial dyes, fragrances, flavors and preservatives, Tom’s of Maine products are good for the planet and are Made to Matter® - handpicked by Target. What did you think? I'll be excited to try more. It's great that stores are listening to their consumers and offering an easy way to discover products that matter to them and align with their values and morals: products that are good for the planet and good for us too.